Equus wins Mid-Day Group's portal account

The Mid-Day Group has awarded the advertising account of its Mumbai-based portal, chalomumbai.com, to Equus Advertising

agencyfaqs! News BureauMUMBAI, December 10

The Rs 24-crore Equus Advertising has won the advertising account of chalomumbai.com, a city-based portal belonging to the Mid-Day Group. The account was handed to Equus' Mumbai office last week.

According to Swapan Seth, deputy chief executive officer, Equus Advertising, the account was awarded to Equus on the basis of its strategy recommendations. "I would imagine that our understanding of the Internet space clinched the account in our favour," he says. He adds that there was no formal pitch for the account, which has been entrusted to an agency for the first time since the portal went online in June this year.

Incidentally, chalomumbai.com is the first piece of business that Equus has won from the Mid-Day Group. The advertising account for the Mid-Day Group's newspaper business is with Contract Advertising, Mumbai.

While Swapan did not reveal the size of the account citing confidentiality, he did say that for Equus, the primary challenge vis-à-vis chalomumbai.com is "to navigate eyeballs and create paths to profitability". He added that Equus was delighted to be associated with what he calls the finest 'cortal' in the country.

"The Mid-Day Group is a premier brand and we're really happy," Swapan sounds thrilled. "Of course, the task is hugely challenging."